It looks like Snapchat is going the way of Instagram, Facebook, and basically every other social media platform: they're set to begin introducing third-party advertisements in between your friends' stories. As reported by AdWeek, you can skip these ads — and they won't be in stories themselves — but they will appear as you go from one story to the next. And they're unavoidable.

The Verge explains that the ads will be full-screen and full-sound, and will be designed by third-party agencies. Up until now, Snapchat itself has been the only one able to post ads, but now advertisers will be able to choose how to customize their own messages. For example, some advertisements might send users to a longer video when they swipe up, others may direct users to a new website or article, and some may ask users to install another app.

Snapchat says it will vet each ad to maintain quality, but we're a bit skeptical. There will also be changes on the business side of the company in order to serve these ad developers. This sounds like the end of a a very special ad-free era of the popular app.